“Retention of customers” remains one of the biggest challanges.Each player can copy,match or offer better tariff,product or vas to retain the customer, however that is not enough.The retention team need to think through and look at not only internal but external business environment and processes in place.

One needs to really understand the data of churn and loyalty beyond numbers and percentages and know:

1.what are the customer pains in service experience
2.what are customer aspirations from the service
3.how simple or complex is the customer interface while availing service
4.what are the channels of collecting cutomer feedback and how effectively are these used
5.how do we satisfy the customer that he is able to get the best offering in the current and fast changing products
6.how much customer sensitive are the various customer interface points like channel,billing and collection teams,service promotions and company oulets etc
7.customer processes adopted by other players

Therefore, the solution is going to come from an evaluation and constant improvement of all such processes and practices across various functions and not only from launching certain retention schemes. The challange has to be met collectively and not selectively within an organisation. Having that collective approach is a challange in its own.But it is unavoidable since the business is there to have CUSTOMER.